Brand Sales Research Articles

Transformation Of The MSMe Business Of Processed Chicken Grilled Today Through Digital Media Based Marketing Communications

This study discusses the business transformation of the Modern Fried Chicken MSME through digital media-based marketing communication strategies amidst increasingly tight competition and technological developments. The purpose of this study is to examine the impact of using social media, such as Instagram and Facebook, on increasing brand awareness, customer interaction, and loyalty and sales. This study uses a qualitative method with a case study approach on the Modern Crushed Chicken UMKM, with data collection techniques in the form of in-depth interviews and digital content analysis. The results of the study show that the use of social media effectively increases market reach, customer engagement, and contributes directly to increasing short-term sales and long-term customer loyalty. This finding emphasizes the importance of adopting digital communication strategies in supporting the growth of MSMEs in the digital era. The implications of this research provide practical insights for MSMEs in utilizing digital technology to strengthen competitiveness and improve business performance.

The Application of Digital Marketing in the Operation and Development of Pet Stores in China

Pet stores have both opportunities and challenges as a result of the notable rise of the pet sector in China in recent years. Pet stores are increasingly using digital marketing techniques to successfully navigate this changing environment. The development and functioning of pet stores in China heavily depend on the use and impact of internet marketing. Pet stores can obtain a competitive edge in a highly competitive industry by studying digital marketing methods that will improve their brand awareness, customer engagement, sales growth, and operational efficiency. This study examines the use of digital marketing and its effects on the growth and operation of pet stores in China, analyzing and summarizing the body of prior research in the field. It studies at different consumer traits, profitability tactics, and operational methods. The effectiveness of several digital marketing techniques, such as content, display, search, and social media marketing, is also examined in this article. The study found that pet stores can improve their operational efficiency and brand awareness, customer engagement, and sales by implementing digital marketing methods. Social media marketing, search marketing, display marketing, and content marketing all demonstrate high effectiveness in achieving business objectives. All things considered, internet marketing gives pet stores the vital resources and techniques they need to overcome market obstacles.

Managing Pharmaceutical Promotion Mix in the Rise of Social Media

ABSTRACTA manufacturer of a branded prescription drug typically uses traditional promotional tools to communicate with consumers (i.e., direct‐to‐consumer advertising) and physicians (i.e., detailing, sampling, and journal advertising). These promotions seek to enhance brand drug visibility and, eventually, increase brand sales. As medical communication norms generally dictate how healthcare information is communicated, the emergence of social media challenges such norms and potentially inflates (or deflates) the efficacy of pharmaceutical marketing communication. In such situations, a crucial research question revolves around how marketers will adjust their promotional strategies. In this study, the authors analyze the longitudinal data of 41 brand drugs from 7 therapeutic classes between 2007 and 2014. Through the lens of signaling theory, they empirically show that the volume and valence of social media posts can enhance or hinder the sales impacts of different promotional activities. Specifically, the volume and valence of social media posts have the potential to amplify the sales impact of detailing and direct‐to‐consumer advertising, while diminishing the effects of sampling and journal advertising. The volume and valence of brand drug mentions as well as consumer passion toward the brand drug display similar effects on the efficacy of pharmaceutical promotions. The findings shed new light on conventional pharmaceutical promotion practices in the presence of social media and provide novel implications for promotion mix management.

How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry

Purpose Pharmaceutical marketers use detailing, sampling and direct-to-consumer advertising (DTCA) to promote a branded prescription drug (brand drug) to health-care professionals and consumers. These promotion mix elements help raise brand awareness, increase prescription likelihood and guard a product market against competing brand drugs. However, the extent to which these elements remain effective when a brand drug goes off patent and its marketing exclusivity expires, allowing low-price generics to enter the market, remains unclear. This study aims to explore the effectiveness of promotion mix elements before and after the market entry of a generic drug. Design/methodology/approach The authors collected and analyzed a panel data set of 41 brand drugs from 7 therapeutic classes between 2007 and 2014 (3,201 observations) using the two-stage control function approach to address potential endogeneity. Findings The effectiveness of promotion mix elements changes significantly, but not in a universally uniform way, during a market transition. Detailing and DTCA are increasingly effective after a brand drug’s generics enter the market. In contrast, sampling is more effective before the market transition. The positive effects of sampling on brand sales are stronger when the price of a brand drug is higher than the average price of its competing brands. Sampling also helps amplify the positive influences of detailing and DTCA on brand sales. Research limitations/implications This study shows that pharmaceutical promotion is not equally effective in the brand drug market with/without generic competitors. Detailing and DTCA are increasingly effective when generic competition intensifies. In contrast, the distribution of free drug samples is less effective after more generic drugs enter the market. Practical implications Incumbent brands’ promotion expenditures often drop dramatically when the expiration of their patents is near, a practice that likely continues after generics enter the market. Taking into consideration these industry norms and their findings, the authors suggest that promotional decisions during a market transition should not overly focus on cutting promotional expenditures across the board. Since a firm’s promotional expenditure tends to be expensive, factoring in information on the effectiveness of each promotion mix element helps marketers make well-informed strategic decisions on resource allocation during the transition from a market without generics to a market with generics. Originality/value Previous studies do not explicitly account for structural changes in the brand drug market over time. However, the expiration of patent and marketing exclusivity marks a transitional period in which a brand drug eventually competes with its generic counterparts. Given the criticality of such structural change, the authors examine brand drugs’ promotion effectiveness in the presence of their generic counterparts.

NEURO-LINGUISTIC PROGRAMMING ELEMENTS IN ADVERTISING: CRAFTING PERSUASIVE DISCOURSE

This study explores the application of Neuro-Linguistic Programming (NLP) principles inadvertising, focusing on how these elements enhance persuasive discourse. NLP is a psychological approach that examines the interplay between language, behavior, and thought patterns, providing valuable insights into consumer decision-making processes. The research aims to identify specific NLP techniques—such as anchoring, reframing, and the use of sensory language—and analyze their effectiveness in creating compelling advertising messages that resonate with target audiences. Through a mixed-methods approach, this study evaluates a selection of advertising campaigns that successfully employ NLP strategies. Qualitative analysis of consumer responses and quantitative assessments of campaign performance metrics reveal a significant correlation between the useof NLP elements and improved consumer engagement and conversion rates. The findings suggest that advertisements incorporating NLP techniques can effectively influence perceptions, emotions, and behaviors, ultimately leading to higher brand loyalty and sales. This research contributes to the understanding of how language and psychological frameworks can be strategically utilized in marketing to enhance persuasive communication. It highlights the need for advertisers to adopt NLP principles to craft messagesthat not only capture attention but also drive meaningful consumer interactions. The implications of these findings underscore the importance of integrating psychological insights into advertising practices, paving the way for future studies in the intersection of psychology and marketing.

Grouping Sales Levels Smartphone Of Offline Store Using BIRCH Clustering Algorithm

From 2020 to 2024, TM_Store and Jaya Com exhibited different sales patterns based on cluster analysis using the BIRCH algorithm. The background of this research is to provide strategic insights to both stores for improving their sales performance through data analysis. The sales data used includes brand, type, month, year, stock quantity, quantity sold, unit price, and total sales. The BIRCH method was chosen for its effectiveness in handling large datasets and providing accurate clustering results. The clustering results indicate a significant increase in the "Moderate" category, from 12 sales in 2020 to 354 sales in 2023. Meanwhile, the "Very High" category also saw an increase from 5 sales in 2020 to 97 sales in 2023, with sales in the "Very Low" category remaining high at 70 sales in 2023. On the other hand, Jaya Com was dominated by the "Very High" category, with a sharp increase from 25 sales in 2020 to 597 sales in 2023. The "High" category also showed significant growth, from 6 sales in 2020 to 98 sales in 2023. This data indicates that Jaya Com focuses on high-performance products, while TM_Store shows a more balanced distribution across various sales categories. Based on the analysis, Jaya Com had 1988 data points with 1984 cluster points, whereas TM_Store had 2012 data points with 1811 cluster points. Overall, the study concludes that the BIRCH algorithm can identify significant sales patterns in both stores, aiding in the development of more effective and efficient promotional strategies tailored to each sales category's performance.

Sell on, sell to, or sell through: The sales performance implications of brand-platform selling arrangements

Despite the growing prevalence of online retail platforms, scant research has focused on how different selling arrangements affect brand sales performance on the platform. This study explores the sales performance implications of three brand–platform selling arrangements: 1P (a brand manufacturer sells to the platform for resale), 3P (a brand manufacturer sells on the platform), and 2P (a brand manufacturer sells through the platform using a hybrid model in which the platform handles all fulfillment). Utilizing a comprehensive dataset from a major U.S. brand-aggregator platform, encompassing 21,555 brand–category observations across 17 product categories, we examine the impact of these selling arrangements on brand sales performance on the platform. The findings reveal that 2P operations are generally associated with higher sales performance than 1P operations. We find no significant difference between 2P and 3P operations. The study also shows that the effectiveness of these arrangements is contingent on brand characteristics such as operational capabilities, innovativeness, and pricing strategies. This research contributes to understanding the nuanced interplay between platform selling arrangements and brand attributes, providing strategic insights for brand managers in the evolving online retail landscape.

Analyzing Customer Sentiment and Brand Perception: A Comparative Study of Nike

This research paper investigates the role of social media in shaping brand perception and fostering community among customers, with a specific focus on Nike and its subsidiary Converse. Leveraging insights from a case study on footwearnews.com, we explore how Nike has successfully utilized social media platforms to enhance its market position, capturing 57% of the top footwear brand share. In contrast, Converse has struggled, contributing only 7% to the overall sales in the last season. To identify factors contributing to this disparity, we conduct a Twitter sentiment analysis comparing Converse with its major competitor, Vans. This study aims to uncover the underlying issues affecting Converse's market performance and provide actionable recommendations for leveraging social media to improve brand perception and sales.

Implementation of Social Media Efforts to Increase Sales at PT. Fertilizer Sriwidjaja Palembang

This research delves into the assessment of social media implementation at PT Fertilizer Sriwidjaja Palembang, with a specific focus on the TikTok, Instagram, and YouTube platforms. The study aims to discern the influence of these platforms on brand awareness, product sales, and consumer behavior. Utilizing interviews, observations, and qualitative data analysis, the findings reveal that TikTok plays a substantial role in elevating both brand awareness and sales. Meanwhile, Instagram emerges as an effective platform for comprehensive product introduction, and YouTube introduces an innovative dimension through the creation of compelling content. This study sheds light on the multifaceted impact of social media platforms on various aspects of business at PT Fertilizer Sriwidjaja Palembang.

The Transformation of Luxury Brands Marketing Strategies in Social Media

The luxury industry is currently undergoing a significant transformation driven by digitalization. Consumer shopping behaviors are increasingly shifting towards online channels, while social media emerges as a key platform for interaction between luxury brands and consumers. The rise of emerging markets and the growing young consumer demographic are driving the trend of digital consumption. Luxury brands are actively expanding into the digital sphere, employing celebrity endorsements and social media marketing strategies. This paper utilizes a literature review and case analysis methodology. It finds that combining celebrity endorsements with social media marketing effectively enhances brand awareness and sales, creating a unique brand image and attracting more consumers. This trend has become a crucial transformation path for the luxury industry, albeit brands need to carefully consider celebrity selection and risk management. Future research could further explore best practices in celebrity endorsements and social media marketing, as well as their long-term impact on consumer behavior and brand benefits.

Strategy Development to Improve Brand Awareness and Sales Performance

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.

CarryPro Backpacks: Creating a Niche in Backpacking

The backpacking market in the Indian luggage industry is growing steadily, driven by the increasing popularity of adventure travel and backpacking among the younger generation. In 2018, CarryPro entered the Indian market with the intention of focusing on the need for lightweight, durable backpacks. For ultralight luxury travel, CarryPro backpacks were superior. Ankit Agarwal (founder and CEO) has highlighted the competition-related challenges to CarryPro’s growth. Wildcraft, Quechua and Decathlon dominate the backpack market in India. Other brands are also gaining popularity in India, with brands like Thule, Peak Design, and Patagonia becoming more widely available. The competition has heated up because of the growing interest among our rivals in backpacks’ utility. CarryPro, which entered the market with just three products, faced severe competition from established companies with extensive product lines. The company contemplated raising backpack sales by 20%–30% annually. However, they knew carving a niche among backpackers would be challenging without using sound distribution, branding and positioning strategies. The brand strategy and sales and distribution network operated by CarryPro proved to be the company’s deciding elements in the long run. Hence, the founder contemplated various branding, positioning and distribution strategy options.

Proposed Marketing Strategies to Increase Brand Loyalty and Sales of Cetaphil Indonesia

Proposed Marketing Strategies to Increase Brand Loyalty and Sales of Cetaphil Indonesia

Pandemic‐led brand switch: Consumer stickiness for private‐label brands

AbstractThe onset of COVID‐19 resulted in unprecedented shopping behavior, leading to product scarcity and empty store shelves, making consumers shift towards purchasing private‐label store brands. In this research, we aim to understand the role of the pandemic in influencing the preference for private‐label products. Using secondary data, we offer longitudinal evidence that although national and private‐label brand sales increased equally during the peak pandemic period, the growth rate for national brands subsided in the post‐pandemic years, but that of private‐label brands sustained its upward trend. Further, using experimental design, we test this phenomenon and find that greater availability of private‐label brands during the pandemic resulted in higher perceived brand‐helpfulness, which evoked brand attachment and persuaded the customers to continue repurchasing. Our research thus contributes by providing unique insights that can help brands strategize effectively and ensure continued brand attachment in the post‐pandemic period, and additionally, help brands retain customers and foster loyalty during crises.

Study on Association of Brand Identity Showing Limited Edition of Cosmetics: Focusing on domestic cosmetics

This With rapid changes in cosmetics market, a marketing strategy for brand survival has become essential. Under these circumstances, a limited edition could be a useful means to convey brand identity to consumers effectively. This study aimed to investigate the types of limited edition cosmetics and brand identity and analyze how brand identity is associated in the limited-edition package. For this, domestic cosmetics brands with high brand awareness and sales, which have been releasing limited editions ‘Sulwhasoo’, ‘The History of Whoo’ and ‘HERA’ were chosen. Through analysis of previous studies, a visit to their websites and a web search, the identities of the three cosmetics brands and limited edition packages for the past 5 years were divided by type. Then, cases were analyzed and reviewed by visual factor, and the results found the followings: First, the concept of each brand was used in designing a limited edition. Second, visual factors were efficiently applied to limited editions, having an influence on identity association. Third, even though colors varied depending on a type of the limited edition package, they were best used according to purposes and characteristics, associating image and identity colors according to each brand concept. As stated above, it was possible to associate brand identity in the concept and design of limited-edition cosmetics. It is anticipated that the study results would be helpful in studying relationships between limited editions and brand identity.

Strategi Pengembangan Merek Untuk Batik Tulis Asthina Melalui Pemasaran Digital

In an increasingly digital era, traditional marketing must be equipped with digital strategies to compete in the global market. The purpose of this study is. develop an effective digital distribution strategy to increase brand awareness and sales of Batik Tulis Asthina. The research method used is a case study with a qualitative approach. Information was also obtained from interviews with the owners. The results show that the use of Tokopedia's social media such as Instagram, Facebook, and Shopee significantly increases brand visibility and interaction with customer

STRATEGI BRANDING PADA PRODUK KERIPIK PISANG BU OS

In an era of increasingly fierce product competition, branding is crucial for Micro, Small and Medium Enterprises (MSMEs) to survive and grow. This research highlights the importance of effective branding strategies in increasing product appeal, creating a strong brand image, and differentiating products in a competitive market. The method of carrying out this research involves direct visits to the Bu Os Banana Chips MSME production site, with steps in the form of planning re-branding, creating new logos and stickers, and catchword, as well as using social media and e-commerce platforms. The results show positive changes in product branding, such as a catchy new logo, eye-catching stickers and a strong slogan. It is hoped that these steps can strengthen the position of MSMEs in the market by increasing brand awareness, sales and consumer loyalty.

Assortment Optimization: An Annotated Reading Assortment

Which varieties or brands of a product should a retailer stock on its shelf? Carrying a large variety caters to more customers' needs, but could cannibalize the sales of high-end brands and also cause an inventory nightmare. Assortment optimization aims to formalize these tradeoffs, with the basic problem being as follows. There is a universe of brands j ∈ U , each with a market-accepted price r j . For any S ⊆ U , a function ϕ ( j, S ) indicates the probability that a representative customer from the population would purchase j when given the choice from assortment S , under the market prices. The optimization problem is to maximize the average revenue per customer, i.e. [EQUATION] (1) possibly with constraints on S due to shelf size. Assortment optimization started out by showing how to efficiently find the optimal S from the exponentially many possibilities, under well-established parametric forms for the function ϕ that are called ( discrete) choice models. Since then, the literature has developed choice models of its own that are specialized for assortment optimization. The basic problem has also been extended, and connected with topics such as online algorithms, machine learning, and mechanism design that are mainstream in the Economics and Computation community, with a vast horizon for future directions. This is an annotated reading list about assortment optimization, that aims to provide broad coverage while facing a "cardinality constraint" on the number of papers in the assortment.

Analysis of the Communication Strategy of Fast Fashion Brand Uniqlo in Cross-Cultural Contexts

With the globalization of culture and the improvement of economy, overseas sales of big brands have become a major destination. The international fast-paced, high-quality labels with location and mobility advantages have quickly entered the Chinese domestic market characterized by strong demand and demographic dividend, and soon have conquered a market place. Under the current cross-cultural context, whether the product message sent overseas can suit the culture, psychology and customs of the target country, has become a key factor in its determining business success. This article chooses UNIQLO as the main example, put its Chinese Localization strategy under the difference of Chinese and Japanese cultures. Base on the grasp of the status quo of China's fast fashion market, consumers' life attitudes and media habits under the background of economic and social development, uses the theoretical frameworks related to cultural differences to analyze the brand’s cross-cultural explanations of its own concept, the location of the communication Discourse, the choice of media and its communication effect to further promote the understanding of brands’ cross-culture communication and provide reference to fast fashion brands’ communication beyond the boundary.

PELATIHAN PEMBUATAN BROSUR DAN PAMFLET MENGGUNAKAN CANVA SEBAGAI PENDUKUNG KEGIATAN USAHA PADA KOPERASI WANITA ATSIRI CITAYAM BOGOR

The use of information technology has great potential to improve performance and add value for small and medium enterprises (MSMEs), so that they can compete more effectively. Marketing is a key aspect in the success of MSMEs, which helps in reaching target audiences, building brand awareness, generating leads and sales, and building relationships with customers. Brochures and pamphlets are important marketing tools for MSMEs, used to introduce their products or services, as well as explain the unique proposition they offer. However, many MSMEs face difficulties in creating effective and attractive brochures and pamphlets. Canva is a graphic design platform that can help MSMEs create professional-looking brochures and pamphlets without requiring design experience. Therefore, structured training is needed to help them utilize information technology more effectively. Bina Sarana Informatika University will carry out community service activities by providing training in making brochures and pamphlets using Canva to the Atsiri Citayam Bogor Women's Cooperative. This training aims to provide knowledge and skills to cooperative members in using this graphic design platform. In this way, it is hoped that the participants can create more brochures and pamphlets so that their effectiveness in helping their activities is even higher